CAP Campaign: Taking care of our roots

thecontext

The Common Agricultural Policy (CAP) is one of Europe’s oldest and most controversial policies. Unsurprisingly, a lot of Europeans have opinions on it. When the 2013 policy reform occurred, the Directorate-General for Agriculture and Rural Development wanted to make sure citizens knew about the more effective and responsive approach being taken.

The Common Agricultural Policy (CAP) is one of Europe’s oldest and most controversial policies. Unsurprisingly, a lot of Europeans have opinions on it. When the 2013 policy reform occurred, the Directorate-General for Agriculture and Rural Development wanted to make sure citizens knew about the more effective and responsive approach being taken.

Thechallenge

Discussing and creating appreciate for farming – when so many urbanites had long ago lost touch with agriculture and the countryside – was one of our first challenges. Informing farmers and relevant NGOs of the main points of the 2013 policy – when many already held strong views – was our second.

On top of that, we needed to design a multimedia campaign in 28 EU Member States. The concept behind our campaign needed to reconcile various people with the CAP, in a way that they could recognise the tangible advantages of such a policy, as well as hook in to the emotional connection people have with agriculture.

Discussing and creating appreciate for farming – when so many urbanites had long ago lost touch with agriculture and the countryside – was one of our first challenges. Informing farmers and relevant NGOs of the main points of the 2013 policy – when many already held strong views – was our second.

On top of that, we needed to design a multimedia campaign in 28 EU Member States. The concept behind our campaign needed to reconcile various people with the CAP, in a way that they could recognise the tangible advantages of such a policy, as well as hook in to the emotional connection people have with agriculture.

Ourapproach

Researching public opinion was as important as prepping the field: we talked with farmers, NGOs, teachers and urban dwellers from more than a dozen countries before developing a campaign strategy based on a robust creative concept. Their views provided the seeds of our concept: we needed to restore trust.

We then took those seeds and started sewing them: we got people thinking about how vital agriculture is to their daily lives. Once this idea was ‘planted’, through the campaign visuals and slogan ‘Europe’s Common Agricultural Policy. Taking care of our roots’, we could credibly position the CAP as an essential policy to protect farming and rural life in Europe.

The fruits of our labour were bountiful: a Video News Release about agriculture announced the reformed policy; a website in 23 languages had tailored info for different audiences; posters, leaflets and roll ups were made available for hundreds of events across the EU; animated video clips – aimed at citizens – and 4 films for stakeholders sprouted – as did a cinema and TV advert for release across the EU!

Researching public opinion was as important as prepping the field: we talked with farmers, NGOs, teachers and urban dwellers from more than a dozen countries before developing a campaign strategy based on a robust creative concept. Their views provided the seeds of our concept: we needed to restore trust.

We then took those seeds and started sewing them: we got people thinking about how vital agriculture is to their daily lives. Once this idea was ‘planted’, through the campaign visuals and slogan ‘Europe’s Common Agricultural Policy. Taking care of our roots’, we could credibly position the CAP as an essential policy to protect farming and rural life in Europe.

The fruits of our labour were bountiful: a Video News Release about agriculture announced the reformed policy; a website in 23 languages had tailored info for different audiences; posters, leaflets and roll ups were made available for hundreds of events across the EU; animated video clips – aimed at citizens – and 4 films for stakeholders sprouted – as did a cinema and TV advert for release across the EU!

Theresults

The CAP reform announcement reached more than 16 million European viewers in 14 countries. The TV campaign carried out in 13 Member States had a reach of nearly 24,300,000 people, while more than 2,600 cinema screens across 15 countries ran the video spot ‘Our life, our roots’! The online campaign led to more than 151,000 clicks through to the official website.

 

 

 

All images © — 2016 — European Union. All rights reserved.

The CAP reform announcement reached more than 16 million European viewers in 14 countries. The TV campaign carried out in 13 Member States had a reach of nearly 24,300,000 people, while more than 2,600 cinema screens across 15 countries ran the video spot ‘Our life, our roots’! The online campaign led to more than 151,000 clicks through to the official website.

 

 

 

All images © — 2016 — European Union. All rights reserved.